23 Broadway has raised $3 million in Seed funding to drive the next phase of its growth and launch a fully integrated, AI-powered user acquisition financing platform.

The funding round was co-led by Betty and Will Ventures, with participation from 359 Capital, CEAS Investments, and Dave Bartman.

The company played a key role in helping Betty achieve an 18% market share in Ontario, leveraging its world-class performance marketing team and proprietary AI system, Atlas. Atlas predicts the optimal cost to acquire a customer and estimates their long-term value, allowing marketing spend to be deployed with precision.

With this new capital, 23 Broadway will integrate non-dilutive financing with its existing performance marketing and technology capabilities, offering a single, streamlined solution for user acquisition.

Jordan Tuch, CEO of 23 Broadway, said: “23 Broadway is reimagining user acquisition financing by not only providing capital but deploying it through proprietary technology and performance marketing expertise. We’ve created a model that empowers businesses to scale faster without needing to build complex technology or marketing infrastructure themselves. The ability to use AI and execute bids based on a customer’s predicted lifetime value means we can deploy capital far more efficiently. That combination of predictive intelligence and funding creates a powerful growth engine for our partners.”

The company’s strategy centers on combining in-house technology with performance marketing expertise to deliver a differentiated, durable user acquisition financing solution. Growth-stage businesses gain access to dedicated capital for customer acquisition without giving up equity, while also benefiting from advanced marketing execution across major advertising platforms like Google Ads.

The funding will support further development of Atlas and enhance 23 Broadway’s predictive modeling capabilities. Additional priorities include creating new AI-driven tools to strengthen retention marketing for gaming companies and onboarding more partners seeking scalable user acquisition financing solutions.

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BetGames has revealed the results of a research project testing AI-generated presenters on its live game shows, finding that fewer than 30% of players realised the hosts were artificial — and that the change produced no significant impact on player behaviour.

For the experiment, the supplier introduced AI avatars designed as digital replicas of real presenters, quietly deploying them on one of its live games over several days to evaluate whether they could effectively replace human hosts.

The results showed that more than two-thirds of players did not notice the switch to AI. At the same time, key performance indicators — including session duration, stake size and total bets placed — remained statistically unchanged.

According to BetGames, the absence of both positive and negative shifts suggests that while AI avatars can technically replicate the role of live presenters, they currently provide no measurable advantage. As a result, the company believes there is not yet a strong business case for rolling out the technology on a large scale.

Cost efficiency, often cited as a major driver of AI adoption, also failed to deliver a clear benefit. BetGames reported that generating and operating an AI avatar around the clock remains resource-intensive, limiting potential financial gains compared with human hosts.

Technical hurdles further complicate the widespread adoption of AI presenters. One of the most significant challenges remains achieving realistic text-to-speech performance. As AI technology becomes more advanced and visual realism improves, even minor imperfections in speech become increasingly noticeable to audiences.

Other constraints include latency issues, lip-synchronisation delays and inaccuracies in real-time translation — all critical elements that must be refined before the technology can be implemented reliably across live products.

BetGames continues to explore the potential of AI under the leadership of CEO Andreas Koeberl, who is also co-founder of Autonomous Minds, the developer behind the AI analyst Milo. The initiative forms part of the company’s broader strategy to experiment with emerging technologies and help future-proof the iGaming industry.

Koeberl said:
“AI has been building momentum, but its role within the live casino sector remains largely untested. When it comes to AI presenters, we built it, it worked, and nobody cared. That raises the question of what we are actually working toward.

“The technology didn’t produce any meaningful positive or negative impact on the player experience or product margins, and the cost of running an AI avatar 24/7 offers no significant advantage compared with employing human presenters.

“So rather than attempting to replace humans and replicate what already exists, the focus should shift to exploring what AI can enable that wasn’t previously possible. That’s where the real value lies.”

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Pioneering online casino Videoslots is preparing to launch a new television campaign in Sweden to promote its newly released mobile app for iOS and Android.

The advert, titled “Stone Age,” recreates a cinematic prehistoric world and was produced using artificial intelligence as part of the creative and production workflow. The use of AI enabled the team to bring the ambitious setting to life in a way that would have been significantly more expensive through traditional production methods.

The campaign was created in partnership with Stockholm-based Armstrong Film and has also been adapted in English and Danish for distribution across digital and social media channels.

Marco Trucco, Chief Marketing Officer at Videoslots’ parent company Immense Group, said the decision to incorporate AI was driven by creative possibilities rather than technological novelty.

“The creative idea was entirely human-led,” Trucco explained. “AI simply helped us execute the concept in a way that would have been very costly using traditional production methods. For us, it was about unlocking creative freedom.”

Philip Karlberg, Executive Producer at Armstrong Film, noted that the prehistoric theme presented a number of practical challenges.

“Designing characters and adapting performances across three languages would typically require several separate cast productions,” he said. “Using AI allowed us to approach that ambition differently. However, AI doesn’t replace filmmaking. You still need a strong concept, clear storytelling and a defined visual direction. The work doesn’t disappear — it simply shifts from physical production to detailed planning, direction and refinement.”

Trucco added that the project highlights how AI could reshape the future of television advertising.

“High-quality TV production has traditionally required substantial budgets,” he said. “AI has the potential to allow more brands to compete creatively with larger advertisers. Better advertising ultimately leads to a better viewing experience, more choice for consumers and stronger competition in the market. At Videoslots, we’re pleased to launch an original and entertaining TV advert to introduce our new apps.”

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